Italia del Vino: promotion plans for the Chinese market are about to restart with Wine to Asia

May,2020

An in-depth dialogue with Andrea Sartori, president of Italia del Vino about the current state and the marketing plan for the second half of 2020.

From May 4, Italy officially entered the second phase of epidemic prevention, at least 4.05 million people can return to work. Restarting is not easy, as shops, restaurants and bars will open under strict rules, more challenges will also lie ahead.

As Wine to Asia 2020 will be held as scheduled in Shenzhen on November 9-11, we are working actively to promote the development of the Wine and spirits industry with new ideas and new perspectives. We would like to invite all wine regions and associations around the world to launch an in-depth dialogue to learn more about the current state of the industry and the marketing plan for the second half of 2020.

△ Andrea Sartori, president of Italia del Vino

Q1 As Italy is one of the countries hardest hit by Covid-19, how are you now?

We’re the second country after China to be affected by the virus. Our health system has been severely tested and drastic decisions have had to be made for the good of the population. Now the contagion curve has stabilized and only now we can start to think a next plan for the gradual reopening of activities, hoping to return to the “normality” as soon as possible.

Q2 How is Covid-19 affecting the wine industry after a nationwide lockdown?

It was a strong indirect effect. Having closed all the activities where wine is traditionally consumed (restaurants, wine bars), we found ourselves without a large part of the market. Moreover, wine in Italy is synonymous of conviviality and sharing. The imposed social distances have certainly damaged our sector.

On the other hand, wine is part of the culture of Italian people and that is demonstrated by the fact that they have not stopped drinking wine by purchasing it in the supermarket or with online purchases. This lockdown was and still is a time to think over for our sector which is discovering all its weak points but at the same time is studying solutions to correct them.

Q3 What defence strategies/marketing strategies do you think Italian wine producers and importers should take to ensure their market stability in China during this outbreak?

I think it’s fundamental to remain in the Chinese market today more than yesterday. Italy and China have shared much of this emergency time and a link has been created that can help the development of future joint activities.

The strategic activities now can be: Stay close the restaurateurs in this difficult moment; support them hoping they can come back to work as soon as possible. Offer distance learning activities to keep in touch with sommeliers and influencers that have always supported us and in the last years have come to visit our companies.

Finally, be present as “Italian national system” with activities like Wine to Asia that brings together the synergies of the most important Italian players in the wine sector for one goal: to become stronger in the Chinese market.

Q4 Has Italia del Vino launched its promotion plan this year in China? What will be the focus of this year?

Obviously all the promotional activities are currently suspended waiting to be able to travel safely again. I must say that Italia del Vino, which has been investing in the Chinese market for years, also in this emergency phase maintains its focus on the Chinese market and at the moment the only activity that we are keeping in the calendar for the year 2020 will be Wine To Asia next November.

As you know, all wine fairs in Europe have been canceled and we need to reconnect with our Chinese and Asian partners. Wine to Asia will be an opportunity to restart better than before.

Q5 How do you think the cancellation of exhibitions/roadshows will affect the wine industry at present? What do you think of the online exhibition?

I will start by making that I’m agree with the cancellation of fairs/events in this period because the priority now is the health of the people. An economically difficult choice but one that had to be made.

Anyway, I believe that, just for the peculiarity of the wine, will be impossible in the future to replace fairs or roadshows with digital appointments because wine is an experiential product. Surely there will be a mix of activities, for example the virtual tastings or B2B meetings on web.